Chris Mehl recently sent around a copy of the Christian Science Monitor’s review of Made to Stick. Oh no… another story about the magical powers of duct tape.

Book cover - Made to StickNah. Made to Stick takes a look at why some great ideas fail and others (even the not so great) prosper. This is a big deal to advocates who toil in the world of good ideas that could benefit people, communities, wildlife and the environment.

“Once we know something, we find it hard to imagine what it was like not to know it. [It] becomes difficult for us to share our knowledge with others, because we can’t readily re-create our listeners’ state of mind.”

This quote seems particularly relevant to online communications - where you have little time to make your case and are battling countless distractions. But we have the opportunity to present imagery and links to related ideas that help make our case. But we perhaps need to recall the perspective of the reader.